| Avoid Ineffective Advertising | | | | months that business is slow, offer discounts on deep |
| Let's examine the target market for a house cleaning | | | | cleaning services for your current customers. Spring |
| business. The majority of your prospective customers | | | | cleaning and pre-holiday specials are the best vehicles |
| will be upper-middle class, middle age professionals | | | | to renew business with dormant customers and to |
| who do not have the time to clean, but do have the | | | | reach new prospects. |
| financial resources to hire a cleaning company. Other | | | | Direct mail lists are available through a number of |
| prospects will fall into either the 30 - 40 age group with | | | | sources. The most economical lists we have found |
| younger children at home, or the 60 - 80 age group. | | | | are the "City Search" discs offered by Hill-Donnelly. |
| They are looking for a professionally run cleaning | | | | Telephone assistance is provided by Hill-Donnelly to |
| business which guarantees customer satisfaction, and | | | | teach you how to extract information from the discs |
| stands behind that guarantee. | | | | and save it as a Microsoft Excel spreadsheet. Other |
| How do you advertise to such a broad age group? | | | | lists are available through many sources which you |
| TV, Newspapers, Radio? Unfortunately, there is such a | | | | can locate on the internet. Also, most companies offer |
| great variance in interests that it is impossible to reach | | | | the information pre-sorted onto mailing labels, ready to |
| all prospects with just one of these media. Therefore, | | | | peel-and-stick. |
| an ongoing marketing strategy that incorporates all | | | | Visit your local post office and purchase a First Class |
| media sources is optimal. | | | | pre-paid mailing permit. The USPS representative will |
| By keeping your company continuously in front of the | | | | provide instructions on how to set up the permit block. |
| consumer you become known to them. When they | | | | When your postcards are printed you simply count out |
| receive your direct mail piece, notice your car signs in | | | | the number to be mailed, and then deliver them to the |
| their neighborhood, see your TV ads, find you in the | | | | bulk-mail representative at your local post office. This |
| yellow pages and on the internet, you've hit all the | | | | saves time (no applying stamps by hand) and looks |
| bases. Chances are you'll be the first company they | | | | more professional. |
| consider when they need a cleaning service. | | | | Door-Knockers |
| Branding | | | | Door-knockers are marketing pieces that are pre-cut |
| A "brand" is the memory created through a person's | | | | to hang on a door knob. Although they are inexpensive |
| collective experience of a company, product or | | | | to produce, paying your employees to deliver them |
| service. Therefore, your logo; verbal and written | | | | can be costly. Also, there is the chance that they will |
| promises; physical appearance of cleaning technicians, | | | | toss the door-knockers out and add delivery hours to |
| cleanliness of cars and equipment; customer | | | | their timesheet. Therefore, door knockers are not a |
| testimonials -- both verbal and written; and finally the | | | | cost effective means of advertising unless you plan to |
| personal experience in each home and on the phone | | | | deliver them yourself, or have an effective tracking |
| "brands" your company image into the public's mind. | | | | method for delivery. |
| Every experience you provide must be consistent with | | | | Internet |
| the image you want to create. Branding is marketing, | | | | Local service companies are often listed for free on |
| and marketing includes every aspect of public contact. | | | | community pages. Find them all and present them with |
| Timing | | | | your information. Many offer online submission forms - |
| In order for your marketing to succeed your prospects | | | | but if you need to call and personally ask to be listed, it |
| must be exposed to it when they're in a receptive | | | | is well worth the effort. Include your logo, website and |
| frame of mind. You wouldn't want your direct mail | | | | email addresses in each listing. |
| pieces to be delivered Monday through Thursday | | | | Having your own website is desirable. Depending upon |
| because some prospects are busy thinking about | | | | the area you are servicing, a percentage of your |
| work and time management issues. Friday and | | | | business will come directly from prospects surfing the |
| Saturday are the days which your direct mail piece will | | | | web for cleaning service companies. Other prospects |
| have a more likely chance of being read. | | | | may receive a marketing piece or find your ad in the |
| Similarly, placing a newspaper ad in the Business | | | | yellow pages, and visit the website before calling. |
| section would be less likely to attract the attention you | | | | Prospects who call but don't book a service should be |
| desire -- your ads should be placed in the Home and | | | | directed to the website as a means to reiterate your |
| Garden section to be read at a time that your | | | | phone conversation and to view customer testimonials. |
| prospects are focused on their home. Follow this | | | | You should be able to find a local web developer in |
| same principle if you use local TV advertising by | | | | the yellow pages, or better yet, ask other small |
| running your ads during programs which are geared | | | | business owners for a reference. Once you have a |
| toward upper-income viewers, at a time that they are | | | | few candidates ask them for the addresses of |
| relaxed and focused on home life, i.e. food, home, or | | | | websites which they have developed. Log on to these |
| travel shows. | | | | sites and visit all of the pages to ascertain whether the |
| Television | | | | design and visitor generated forms give an impression |
| Television is by far the most expensive form of | | | | that is compatible with the branding you want for your |
| marketing. Also, it provides the least amount of | | | | company. When you determine which designs match |
| qualified leads. If you are determined to produce a TV | | | | your needs, send an e-mail to the business owners |
| commercial do some research first: Contact all of your | | | | asking if they are satisfied with the knowledge and |
| local TV stations and ask for samples of commercials | | | | service provided by the webmaster. |
| they have produced for local companies. Be aware | | | | Yellow Pages |
| that the stations will not send sample tapes without | | | | Many prospects will search the yellow pages for |
| first determining if you are a valid prospect - you will | | | | service companies. Some will look you up in the yellow |
| have to meet with advertising salespeople. Set aside | | | | pages when they receive a direct mail piece - just to |
| at least two hours each for the appointments and | | | | verify that you are a legitimate company. Most of the |
| related phone calls from sales people. After you have | | | | information which is on your postcard should be listed |
| met with a few salespeople you will know if your | | | | in the yellow pages ad. If this is cost prohibitive, then |
| budget can handle TV advertising. | | | | simply state "Satisfaction Guaranteed" and always list |
| If you decide to continue with this venue ask each | | | | your website address. |
| salesperson for samples of commercials their stations | | | | When considering the type of ads to place, remember |
| have produced, you may have to insist that this is a | | | | that your ad must stand out from the competition. |
| preliminary step to their gaining your business. When | | | | Research all of your local phone books and notice |
| you view the commercials, note the names of the | | | | which ads catch your eye. A good bet is a "knock-out" |
| companies which are service oriented - then call each | | | | ad with at least 2 colors. The "knock-out" removes the |
| one and inquire about the results of their TV ad | | | | yellow background and leaves a crisp, attention |
| campaign. Ask the following questions:o Were your | | | | grabbing white field among all the yellow ads. For a |
| ads run during programs that were geared toward | | | | lesser cost you may list your company in the yellow |
| upper income viewers?o Were you certain that your | | | | pages free listing column with a knock-out and color. |
| ads did indeed run as scheduled, or were they | | | | Make this ad a minimum of four 4 lines, with color. |
| "bumped" by higher dollar advertisers?o If your ads | | | | Be certain to call your local yellow pages to ascertain |
| were "bumped" from your desired spot, did the station | | | | their deadlines for placing ads in the next edition. It |
| run them during inappropriate programs and charge | | | | would be a shame to miss this marketing vehicle and |
| you anyway?o After the commercial ran, did qualified | | | | have to wait a full year to be listed. |
| prospects call for estimates?o What was the ratio of | | | | White Pages |
| qualified vs. unqualified prospects?o Were the results | | | | Yellow knock-outs can be incorporated into your white |
| worth the amount you spent on this form of | | | | pages listing. Make this ad a minimum of four 4 lines, |
| advertising?o What marketing vehicle have you found | | | | and add color if you can afford it. Remember to list |
| to be the most effective? | | | | your website address here also. |
| Be certain your contract states that if your ad is | | | | Newspapers |
| bumped from it's spot you will NOT be charged if it is | | | | Newspapers are the second most used form of |
| moved to programming you have not pre-approved. | | | | advertising for small businesses, following directly after |
| Be forewarned that your salesperson has no idea | | | | the Yellow Pages. Your ads should be placed in Home |
| what is going on with your ad, and has no control over | | | | and Garden section to be read at a time that your |
| it once it has been sent to the lineup personnel. If at the | | | | prospects are focused on their home. Of course |
| last minute your ad is bumped, it may become a filler | | | | Sunday is the ultimate day to advertise, but also the |
| ad at 2am on a court-TV rerun. | | | | most expensive. Also, most papers publish special |
| Finally, record the time slots you have pre-approved so | | | | sections that may run only once per month or several |
| that you can determine if your advertising budget has | | | | times per year - budget extra advertising dollars to run |
| been working for you or against you. If your ad did not | | | | your ad in all home or leisure specials. |
| run as specified in your contract, you have proof - use | | | | Double check all written information from the sales |
| it! Call the salesperson, and if necessary speak to the | | | | department to assure that your ads will be run in the |
| station manager in order to have the ad run during | | | | proper sections. Insist on viewing a "proof" of the ad |
| appropriate programming - and if your contact states | | | | and having a final approval before publishing. Keep in |
| such, do not pay for ads which were not properly run. | | | | mind that you must accommodate the newspaper's |
| Direct Mail | | | | schedule - if you do not provide feedback in a timely |
| We have found that direct mail gives the highest return | | | | manner your ad will either miss the print or it will |
| per dollar, and is guaranteed to reach all who you | | | | proceed without your approval. |
| target -- if your mail piece is cost effective and your | | | | Finally -- read the paper to be certain that your ad |
| mailing list is accurate. Your choices for direct mail are | | | | was properly printed and placed. If the paper made an |
| letters, brochures or postcards. Letters are most likely | | | | error, you should insist on a reprint in the next |
| to be considered junk-mail and will be unopened, and | | | | comparable edition. |
| brochures can be expensive to produce. Therefore, | | | | Measuring Success |
| the most cost effective direct mail piece is a postcard. | | | | You can measure the success of your marketing |
| Postcards are non-invasive, quickly read, easily saved | | | | campaign by keeping a record of how many |
| or carried to work, and are economical. Whether or | | | | estimates are generated, and how many are |
| not the cards are read, they display your logo on both | | | | converted to customers. By tracking all responses |
| sides; therefore, repetitively sending postcards instills | | | | according to their sources, you can test individual ad |
| name recognition. | | | | campaigns to see which marketing approach and |
| Your postcard should state the customer satisfaction | | | | special offers produce the most profitable results for |
| guarantee, services you offer, insurances carried, your | | | | your cleaning business. Then focus your marketing |
| website address, and phone numbers. You can have | | | | budget on the avenues which are most productive. |
| an advertising firm create a postcard for you, or save | | | | Note: A further discussion of marketing can be found |
| money by using the pre-formatted cards from | | | | in the MaidDocs Business Owner's Manual available at |
| MaidDocs. | | | | Copyright © 2004 MaidDocs® ~ All rights |
| Send your customers and dormant customers a | | | | reserved. |
| marketing piece at least twice each year. During | | | | |